1. Use Content Marketing to Grow Your Business
Cecelia Henderson
Owner
WSI Marketing Edge

2. Cecelia Henderson Wayne, NJ
WSI Marketing Edge is a full service digital marketing agency focused on helping businesses leverage the internet to drive revenue growth.

3. Web Presence is fast becoming a requirement to do business
Validates your company
Supports the online research that consumers do before they call you
Consistent with changing demographics of consumers and business decision makers
Expands your horizon beyond your normal contacts and brings you new leads
Helps create a relationship between you and your potential and existing customers
Measurable Return on Investment
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4. But none of this can be achieved if you can’t be found
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5. ©2017 WSI Marketing Edge. All rights reserved.
Getting found?
Search engines such as Google, Bing, Yahoo
Paid advertising on these search engines and on related sites
Links from other websites, social media & campaigns
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6. ©2017 WSI Marketing Edge. All rights reserved.
Getting Found?
Our focus for today: getting found via search engines and not by ads – organic results
Done via Search Engine Optimization a.k.a. SEO
SEO has two major components
On page
Off page
SEO is the process of impacting site’s visibility in a search engine’s unpaid results
©2017 WSI Marketing Edge. All rights reserved.

7. ©2017 WSI Marketing Edge. All rights reserved.
How do you get found?
Optimize your site and other content for what we know about how search engines find their results
Google’s algorithm includes 200+ factors that are not all known
Quality of content on the site
How closely your content matches the search term
How many sites link into yours, including social media
How many sites your site links to, including social media
Is your site being discussed on social media
Volume of visits to your site
Freshness of material, has it been updated recently
Age of your URL (web address)
Number of citation listings
Can google see the information on the site – doesn’t see pictures
Mobile compatible website – eventually mobile first
©2017 WSI Marketing Edge. All rights reserved.

8. So what can content do for you?
GOOD CONTENT
Content can drive web traffic
Content can generate sales
Content can generate high quality leads
Content can generate quality feedback
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9. What is Content Marketing?
Content marketing’s purpose is to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior. It is an ongoing process that is best integrated into your overall marketing strategy…
….. the art of communicating with your customers and prospects without selling
A core component of “inbound marketing”
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10. Inbound Marketing vs Outbound Marketing
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11. ©2017 WSI Marketing Edge. All rights reserved.
Why Content Marketing?
Your customers do research online to learn what they need to know to make a decision
Information of value is what they are looking for
MORE THAN JUST PRODUCT OR SERVICE INFORMATION
You can attract people to your product or service if you address relevant challenges they have - how what you offer can be a solution…think about questions customers ask most frequently
©2017 WSI Marketing Edge. All rights reserved.

12. Examples of related content
Law offices
Potential content
How do know when you need a lawyer
What should you expect from your lawyer
How to prepare for a meeting with your lawyer
What certifications should you look for in selecting a lawyer
Do you need a lawyer or an accountant
Contractor
Potential content
How to select a contractor
How to work with your contractor
What kinds of certifications should your contractor have
What services should your contractor provide you
©2017 WSI Marketing Edge. All rights reserved.

13. Content Marketing Overview
Identify your objectives, metrics
Identify your audience(s)
Determine your channels – where will you deliver these messages
Craft core messages & Optimize
Create tactical plans & Execute
Manage your metrics
Make required modifications
Repeat……
©2017 WSI Marketing Edge. All rights reserved.

14. Identify Your Content Marketing Objectives, Metrics
“If you don’t know where you’re going you’ll end up someplace else”, Yogi Berra
Content marketing objectives should include the target audience, what you want to provide them, and what the outcome should be
From the perspective of the target customer…how do you want them to perceive you
You should be able to determine the metrics that will let you know you’ve been successful
©2017 WSI Marketing Edge. All rights reserved.

15. Identify and Segment Your Audience
Who are your buyers?
What distinguishes them?
Their Motivations?
Their Demographics?
Their Geography?
Create a persona or model of your customer (s)
A representation of your client
Makes it real to you
Helps you communicate with them
©2017 WSI Marketing Edge. All rights reserved.

16. Identify Your Digital Marketing Channels
This is where/how you execute your tactics
Website
E-Newsletter
Social media
Youtube
Facebook
Twitter
Understand standard performance Metrics for each channel and set a target by channel
©2017 WSI Marketing Edge. All rights reserved.

17. Relevant and Valuable…Behavior Changing Information
Craft Your Messages
Relevant and Valuable…Behavior Changing Information
Optimize it: do keyword research, understand what terms your customers are using to find you.
Craft your messages around these terms
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18. ©2017 WSI Marketing Edge. All rights reserved.
Craft Your Messages
Alignment
Consistency
Discipline
Simplicity
©2017 WSI Marketing Edge. All rights reserved.

19. Execute the Tactical Plan
Channel Q1 Q2 Q3 Q4
Website
TOPIC
E-Newsletter
Facebook
Twitter
Keep alignment during a given period
Different “channels”, but same message (tailored to the channel type)
Reinforcement over a period of time
©2017 WSI Marketing Edge. All rights reserved.

20. Focus on how your efforts are working and refine, refine, refine
Watch Your Metrics
Set a target for each channel
Analytics for your website: number of visits, clicks, inquiry forms submitted
Social Media Posts: reach and engagement
Open and click through rates for s, e- newsletters
Research for generic performance metrics
Benchmark with your past history
Focus on how your efforts are working and refine, refine, refine
©2017 WSI Marketing Edge. All rights reserved.

21. Content Marketing Overview
Identify your objectives, metrics
Identify your audience(s)
Determine your channels – where will you deliver these messages
Craft core messages & Optimize
Create tactical plans & Execute
Manage your metrics
Make required modifications
Repeat……
©2017 WSI Marketing Edge. All rights reserved.

22. ©2017 WSI Marketing Edge. All rights reserved.
Questions
Contact me: Cecelia Henderson WSI Marketing Edge
©2017 WSI Marketing Edge. All rights reserved.

23. ©2017 WSI Marketing Edge. All rights reserved.
Thanks!
©2017 WSI Marketing Edge. All rights reserved.

24. Top TEN Activities to Claim and Own Your Web Presence
©2017 WSI Marketing Edge. All rights reserved.

25. Top 10 list: claim your “web” presence
“Google” yourself
Build and brand your social profiles LinkedIn, Facebook business page, Twitter, & Google+
Leverage your business cards /other print materials by including web address, LinkedIn, or relevant social media profile)
Update your signature ready (web address, social media profile links)
Ensure a consistent message about your business across all of your properties
Monitor and update your profile as needed
©2017 WSI Marketing Edge. All rights reserved.

26. Top 10 list: claim your “web” presence
Follow relevant businesses on LinkedIn, Twitter, Facebook, etc.
Business Directories – get listed in them. You can outsource this
Remember the personal and the professional blend – personal Facebook, professional Facebook.
Actively post, actively recommend, comment – social media, blog. You can outsource this
Solicit reviews (Facebook, LinkedIn or appropriate rating service)
Actively manage negative reviews….respond online and take it offline if need be, seek professional help if needed
©2017 WSI Marketing Edge. All rights reserved.

27. 20+ SUCCESSFUL YEARS IN DELIVERING DIGITAL
WHY WORK WITH WSI
BEST IN CLASS
SOLUTIONS
20+ SUCCESSFUL YEARS IN DELIVERING DIGITAL
SOLUTIONS
WSI DIGITAL
MARKETING
LIFECYCLE
GLOBAL NETWORK
OF AGENCIES
RESULTS-ORIENTED
METHODOLOGY

28. DIGITAL MARKETING SERVICES from WSI Marketing Edge
DISPLAY &
REMARKETING
PAY PER
CLICK
CONTENT MARKETING
VIDEO
MARKETING
WEB
ANALYTICS
INBOUND
MARKETING
WEB DESIGN &
DEVELOPMENT
SOCIAL MEDIA MARKETING
SEARCH ENGINE
OPTIMIZATION
LANDING PAGE OPTIMIZATION
MARKETING
MOBILE
MARKETING
&
MARKETING AUTOMATION